MailNinja email workflow.
Have you ever wondered how we design, build, test and deploy your email campaigns? Of course you have, you’re only human.
How we work – from brief to send.
Write the creative brief
Before we begin work on your email, we need to understand what we’re aiming to achieve, what type of email is this, what content will be in it,, who is the target recipient, when are we sending it, and most importantly of all; how will it look.
Gather all copy, images and links
Do you have the copy ready, or do we need to write, rewrite or edit and condense or for email use? With imagery, are there any bespoke graphics we need to create or stock photos we need to source?
UX design and layout
Before we fully design your email we start by gathering the team to brainstorm and wireframe the layout using whiteboards, placing the design assets and content, prioritising key content and positioning the CTAs (calls to action), to ensure the content flows.
Our mobile-first strategy means we will fully optimise your emails for mobile screens, creating bespoke banners specifically for mobiles, and increasing font sizes for email accessibility.
Next we start designing the hero banner, illustrations, GIFs, icons and graphics for your email. All from our Swindon offices and all done by hand every time. We never use stock or pre-built graphics. Once the design elements are finished they are exported and run through compression software to reduce the image size, which helps your email load faster.
Building your email
Using our own proprietary bulletproof email code (which took us months to research and develop), we hand code your email in-house in our own software called Canvas. This allows us to build up emails in an efficient and bug-free way.
We don’t use drag and drop templates to create your emails, every email we produce is custom-coded and tested.
Testing and analysis
Every email we produce is tested in both a live and virtual environment to ensure your email looks great. Using our own in-house device testing lab, we run multiple tests of your email across a wide variety of the top mobile and desktop devices and email clients. To back this up, we also test using Email on Acid, the industry standard email testing software.
Although the email by this point by been passed from campaign manager to copywriter to designer to developer, we STILL check your email against our rigorous internal campaign checklist. We review and analyse the content positioning, structure, copy and design to ensure it works as a finished product. Plus, this is where we test hyperlinks, image alt tags, preview text.
Subject line competition
This is the fun part. We use Slack for internal comms, and now every team member is asked to write some subject line suggestions for your email. We pick the two best subject lines to split test. Don’t worry, this isn’t just guess work, we have internal data to back up our ideas and every team member is constantly researching effective subject lines in order to win!
Now the email has been built we send you a live preview of the email itself. This way you can see how the email looks in your desktop and mobile inboxes. We also give you our suggested subject lines and send time.
Ready, steady, go!
Once you’re happy with the design and have approved the email, we set up the A/B split test experiment and schedule your email at the agreed time.
Let's work together.
Get in touch, we're happy to answer your questions.
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